1. Get the Word Out! Marketing and Public Relations Strategies for the Academic Library

2. Public relations Marketing plan Internal vs external communications Inbound marketing communications Media relations outreach Library advocacy advertising promotion Marketing mix Outbound marketing The library brand Target markets product sales campaigns publicity positioning branding

3. Tell your library’s story.

4. Why market the library?  Maintain relevance and visibility  Educate people about what you do  Compete for users  Change negative assumptions  Increase financial support

5. Develop the library message Determine what it is you want your users to know and understand Clear, consistent & repeatable! “What’s in it for me?” Works with your mission, environment Know needs, values of your audience

6. Promoting the library in general Promoting a specific service, resource or event Know and target your audience General vs. project based

7. In house publications Good graphic design, quality - modern, good fonts, simple! - Photoshop, InDesign - print center, nice paper Importance of good photos - good camera, take a lot - hire someone Clearly written, concise text

8. In house publications Newsletter Library guide Annual report Folders Signage, posters Displays, exhibits Giveways – pens, bags

9. Library newsletter

11. Annual Report

12. Library signage, displays

13. Giveaways - folders - bags - pens - magnets

14. Outreach Events (in library) Orientation programs New faculty New graduate students Branch library events

15. Outreach Events (in library) Workshop Series Free, librarian-led workshops Open to faculty, staff and students Demonstrate expertise Promote databases, software Topics – –Photoshop, video editing, RefWorks, smart searching, specific research

16. Outreach Events (campus) Admissions events (prospective students) New employee orientation Student fair Writing fair Benefits fair

17. Online presence Website Online calendars Blogs Social networking

18. Promoting an event, service Press Releases Campus event calendars Advertising, newspapers Invitations, postcards, fliers Campus mailings Targeted email, listservs

19. Promoting an event, service

20. Who does all this? Ideally, one person who can lead the effort Most effective way is “marketing aware” library Everyone from director to student worker has a stake in telling the library’s story!

21. What can I do NOW? Volunteer your time for existing PR efforts Get excited/involved Tell the story of what’s going on in your department Don’t hoard information Customer service / Image Promote your own accomplishments

22. In conclusion Why market? Develop a clear consistent message Know your audience Learn the many methods of promotion Everyone’s responsibility to tell the library’s story

23. Questions?